One single question is so important to growing your business: “Who recommended you to us?” This question can give us great information and increase your referral business for many reasons. This biggest reason is that it tells your customer that you get a lot of recommendations. You wouldn’t want to just come right out and say “Yeah, we get a lot of referrals here.” That’s too arrogant. But rather asking the question is being assumptive that someone recommended this customer and that it happens often. Just asking it alone will put the customer at ease about your integrity as a jeweller. This issue of trust is so important here. Referral and trust go hand in hand... you refer someone to another business if you trust the business, so it is a marker of trust and integrity. But the customer’s answers will be also be intriguing. You will learn about who is actually recommending you and now you have the ability to let them know how much you appreciate it. It’s also always good to have just one more reason to be in personal contact with your fans. Also, in their answers there may be an indication how well your marketing efforts are working, including social media. They may come right out and tell you that nobody recommended them but they say your Facebook advertisement or heard your radio commercials. In asking the question, it’s important to not use the word “referral” or the phrase “how did you hear about us?” These words conjure thoughts of marketing survey and some type of benefit system for people that refer them. Just stick to the question “Who recommended you to us?” and you’ll learn many things and close many more sales. |